Ogilvy Wins Kraft's Oscar Mayer Creative Account

Largest Piece of the Former JWT Business to Shift

By Published on .

CHICAGO (AdAge.com) -- Kraft Foods has awarded creative duties on its Oscar Mayer account to WPP Group's Ogilvy & Mather, Chicago, following a review.

Other finalists
Ogilvy beat out Omnicom Group's DDB and independent McGarryBowen for the brand, which spent $47 million in measured media last year, according to TNS Media Intelligence.

"Ogilvy showed terrific insight into how today's consumers view our categories," Tim Cofer, senior VP, Oscar Mayer, said in a statement. "They transformed that consumer perspective into an ownable campaign for Oscar Mayer which helped solidify our choice."

He also noted benefits in aligning creative duties with promotional chores, handled by Ogilvy sibling OgilvyAction.

Former JWT brands
The move of Oscar Mayer is the latest -- and largest -- in a series of shifts away from JWT by Kraft. The food behemoth has already moved from JWT so far this year: Miracle Whip (to DDB); Lunchables (to DraftFCB); Nabisco (to Euro RSCG); and Kraft Singles (to Nitro).

The account moves forced JWT to lay off about 30 people, about 25% of its Chicago staff, and replace its Windy City president and creative chief.
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